Rate This Ad allows a billboard designer to rate a random piece of billboard artwork using the following scale: 1 (not good), 2 (below average), 3 (average), 4 (very good), 5 (great). Then the designer talks about what they may have done differently for outdoor advertising. This week’s rating is provided by Greg Callaham who has over 30 years of experience in outdoor advertising design. Insider has used and endorses Callaham’s services.

Ironhead Roofing

Rating: 2 (below average)

• I am not a resident of the local target market of this ad. However, good outdoor still needs to communicate a selling message quickly and clearly. This ad does not do that. It’s another example of an idea for a magazine ad or postcard might work where there’s room for more explanation, but does not work well on a billboard.
• There’s a tenuous connection made with the tag line between the advertiser and a local baseball team, but there’s no further reason for the connection. Is there a special promotion? A discount? A giveaway at a game? How do you find out?
• And why has one of the mascots destroyed the roof of that house? It leaves me scratching my head as to what this ad is trying to tell me.
• At the end of the day, the ad may function as an awareness piece for the roofing company and possibly the baseball team, but that’s being pretty generous.

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